When Craig Rowley moved over to REI after 25 years on the agency side at creative shops like Carmichael Lynch, Borders Perrin Norrander, and Saatchi & Saatchi, he was already pretty familiar with them — he credits classes he took at REI with helping him summit Mount Rainier.

For him, REI is the perfect fit: a purpose-driven brand that isn’t all about the transaction. “Any company that taps into what people are passionate about in a brand: Is there a higher purpose that they stand for? Are they good corporate citizens? Do they treat their employees well? All these things matter,” says Rowley. He goes on to add: “There’s a tension in that. You’re kind of forcing people to make a choice or take a side. And when you do that sort of thing, I think it gets you noticed and kind of burns you into people’s souls.”

Highlights from this week’s “Marketing Today” podcast include:

Rowley talks about creating an agency vibe within a client culture. ([3:24])

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Podcast Reviews

Brilliant with 1 Myth bug bear

August 4, 2018 by FrogHopper UK from United Kingdom

Attention all small businesses enjoying the weekend but worrying about sales. Brilliant podcast to inspire you to disrupt the market and make ur brand famous. And with 0 marketing budget!
My only bug bear is the usual criticism of market research. Consumers will always tell u new and different is bad and then it does brilliantly in market etc etc. This is an old MYTH!! Just do your research right with creative consumers!!! Yes those ones that buy your product!! Rant over.
Otherwise love this....and have worked with Eat Big Fish in the past.
https://www.marketing today podcast.com/104-mark-barden-of-eatbigfish-on-challenger-brands-and-the-age-of-disruption/
Lizanne Byrne
FrogHopper

Awesome show, highly recommend!

June 7, 2018 by J. Barshop from United States

Alan and his guests provide some incredibly actionable and compelling content, spotlighting the absolute best marketing tactics and coming trends to help you effectively grow your business.
Highly recommend listening and subscribing to Marketing Today if you want the knowledge AND mindsets to get ahead of the curve (and reach your overall business goals as a result)!

Very insightful with A-list guests

October 5, 2017 by KhunKC from Philippines

The interviews are credible and enjoyable to listen to. With its range of guests - marketing gurus to CMOs - this podcast is a great source for insights and marketing inspiration!

Great Take Aways for Marketing Leaders

July 7, 2017 by CamMaxH from United States

Really have enjoyed these podcasts. Always a specific action item or two that I plan to shamelessly steal and try and make work for my company!

Always Worth A Listen

March 2, 2017 by LG in NC from United States

Great podcast. It's entertaining and smart and worthy of your time. I learn something new on every episode.